Monthly Archives: July 2012

Branding of Olympic Proportions

he Olympics are in full swing and that means all eyes are on London. It’s the opportunity of the year for marketing campaigns centered around sportsmanship, international goodwill and feel-good athlete stories.

The message of the campaign shouldn’t be so far removed from the product/service that it no longer makes sense. The theme — in this case, the Olympics — should be relevant in some tangible way to the product without stretching it to the point where it’s no longer believable. For example: If I were in charge of a vehicle account, I would suggest that the vehicle was the reliable ride to and from practices in the wee hours of the morning and in the deadest of winter; what ultimately got the athlete to the Olympics. It’s a believable scenario. I think the choices below have done this. And for the most part, I think the major sponsors did a good job connecting their products to an Olympic story. Do you agree? Share your thoughts in the comments section below – I’d love to hear what you have to say.

Here are some campaigns from your favorite brands:


Warning: Goosebumps and tears ahead.


Chobani brings together a community reflecting the world coming together on an international stage.


GE gets you with the smallest and most helpless patients. Another tear jerker.

What are your favorite campaigns of the London Olympics?

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